Question 1

(A)
Relative market Relative market
Product name growth share
KNORR NOODLES High High STARS

COMFORT High Low CASH COW

FAIR & LOVELY High High STARS
SURF EXCEL Low High
QUESTION MARKS
SIGNAL
TOOTHPASTE Low Low DOG
LUX Low High QUESTION MARKS
REXONA
DEODORANT Low Low DOG

(B)

STARS Vertical integration, horizontal integration, market penetration, market

development, product development.
QUESTION Market penetration, market development, product development, divestiture
MARKS
CASH COW Product development, diversification, divestiture, retrenchment
DOG Retrenchment, divestiture, liquidation.

QUESTION 2

Dogs 1)Signal toothpaste

Dogs 2) Rexona Deodorant

STRATEGY
Dog quadrant has a classic investment position or Harvest/Exit. It will not make sense to
exit business rapidly in this quadrant because Unilever have low value and will distract
management during the sale process. They should be set up to operate with least resource groove
on the rest of the portfolio, as the best people and all optional resources are abstracted to more
attractive businesses. Over time they will become a diminishing portion of the portfolio.